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Capture, Connect and Communicate with
Content Marketing
Jessica L. Levin, MBA, CMP
About My
About Me
       	

                Company	





                  	
  
             @Jessicalevin	
  
Just the Facts

•  B2B Marketers allocate approximately
   26% of their budgets to content marketing
•  The biggest challenge facing content
   marketers (36%) today: Producing
   Engaging Content
•  51% of content marketers plan to increase
   their budgets over the next 12 months

•    Source: Marketo
Just the Facts

The most popular content marketing
tactics used by businesses today include:	

•  Social Media (79%)
•  Article posting (78%)
•  In-person events (67%)
•  eNewsletters (61%)
•  Case Studies (55%)

Source: Marketo
WHAT THE HECK IS
CONTENT MARKETING?
Social Media         Community
                                  Photos
         Newsletters
                            Events
   Video
                         Apps
           Interviews             Website
Blogs
                         Podcasts
        White Papers              Case Studies
                        Surveys
 QR Codes
                                   Infographics
Content Marketing - SITE SoCal
•  What	
  do	
  you	
  want	
  to	
  accomplish?	
  Goals	
  and	
  
   Strategy	
          Objec?ves?	
  
                                                                Strategy	

                    •  Based	
  on	
  your	
  goals	
  and	
  resources	
  which	
  channel(s)	
  
  Evalua?on	
          are	
  best	
  for	
  your	
  organiza?on?	
  

                                                                     Planning	

                    •  How	
  are	
  you	
  going	
  to	
  accomplish	
  your	
  goals?	
  
   Planning	
          Scheduling,	
  etc.	
  

                                                                              Access	

Implementa?on	
  
                    •  Just	
  Do	
  it!	
  


   Measure	
  
                    •  What’s	
  working?	
  What’s	
  not?	
  
Content Marketing Checklist

Factor	
                     Things	
  to	
  Consider	
  
Goal	
                       AQrac?ng	
  new	
  aQendees?	
  Keep	
  ‘em	
  coming	
  back?	
  
Time	
  Available	
          How	
  much	
  ?me	
  does	
  the	
  channel	
  take	
  per	
  day/week/month?	
  
Audience	
                   Where	
  does	
  your	
  market	
  get	
  it’s	
  content?	
  
Time	
  Sensi?vity	
  	
     How	
  quickly	
  does	
  you	
  message	
  need	
  to	
  get	
  out?	
  
Technical	
  	
              Is	
  programming	
  involved?	
  Will	
  training	
  be	
  needed?	
  
Budget	
                     Do	
  you	
  have	
  money	
  to	
  outsource	
  wri?ng,	
  etc.?	
  
Mommy,
Where
 Does
Content
 Come
 From?
Who Provides Fuel for Thought?

•    Attendees
•    Vendors
•    Staff
•    Speakers
•    Competitors (Coopetition)
•    Industry
•    Government
•    Random
Content Sources

•  Twitter, Facebook, LinkedIn, Google+
•  Magazines
•  Newspapers
•  Blogs
•  Suggestion Tools (Zite, Feedly,
   Stumbleupon)
•  Conversations
•  TV/Radio
Newsletters

Format                    Audience
•  Paper vs. Electronic   •  Members/Clients
•  Frequency              •  Potential Members/
•  Contributors              Prospects


                                   Have	
  you	
  
                              considered	
  sending	
  
                                 abbreviated	
  
                                  versions	
  to	
  
                                  prospects?	
  
Webinars

Live vs. Prerecorded	

                              Members/
Free vs. Paid	

              Attendees
                                 Only?	


Selling During a
Webinar: OK or Not        Virtual Passes	

OK?
Interviews



             Interviews	
  can	
  
             be	
  great	
  teaser	
  
               content	
  for	
  
              mee?ngs	
  and	
  
                    events.	
  
Blogs
Blogs
Video
Surveys


Providing an executive
summary can be a great
marketing tool.

SHRM has a great example
of content marketing with
preferred pricing for
members.
Social Media




     New	
  kid	
  on	
  the	
  block!	
  
Graphical Sharing

•  Photo boards that express personal
   interests.
•  Can be used by people or brands.
•  Great for visual products.
•  Huge trend in graphical social networks.
Customized Pinterest Boards
Brands on Pinterest
Brands on Pinterest
Community

Peer-to-Peer Communities Encourage Content
Generation Through Interaction Discussion and
             Knowledge Sharing!
BUT, WE CAN’T GIVE IT
AWAY…
Marketing
Lead Generation
Content Marketing - SITE SoCal
SEO	

Know Thy
Benefits of
Membership
Member Benefits



                  What	
  content	
  
                    is	
  unique	
  
                   enough	
  for	
  
                   members/
                   aQendees	
  
                        only?	
  
Thought	

Leadership
Thought Leadership


                     Is Your
                     Organization
                     a
                     Rockstar?
                     	
  
Where to Spend Your Time?
Content Marketing Checklist

Factor	
                     Things	
  to	
  Consider	
  
Goal	
                       AQrac?ng	
  new	
  aQendees?	
  Keep	
  ‘em	
  coming	
  back?	
  
Time	
  Available	
          How	
  much	
  ?me	
  does	
  the	
  channel	
  take	
  per	
  day/week/month?	
  
Audience	
                   Where	
  does	
  your	
  market	
  get	
  it’s	
  content?	
  
Time	
  Sensi?vity	
  	
     How	
  quickly	
  does	
  you	
  message	
  need	
  to	
  get	
  out?	
  
Technical	
  	
              Is	
  programming	
  involved?	
  Will	
  training	
  be	
  needed?	
  
Budget	
                     Do	
  you	
  have	
  money	
  to	
  outsource	
  wri?ng,	
  etc.?	
  




                                 Remember This?
Sample Content Schedule:
National Pudding Manufacturers and Retailers
Conference
 Date	
                        Channel	
  (S)	
          Topic	
                                      Who	
  
 Week	
  1	
  
 February	
  20,	
  2012	
     Blog	
                    Pudding	
  Sales	
  on	
  the	
  Rise	
      JL	
  
 February	
  21,	
  2012	
     Facebook/TwiQer	
         Organic	
  ingredients	
                     MC	
  
 February	
  22,	
  2012	
     YouTube	
                 Teaser	
  from	
  keynote	
  speaker	
       JL	
  
 February	
  23,	
  2012	
     Facebook	
  /TwiQer	
     Tips	
  about	
  mee?ng	
  des?na?on	
   MC	
  
 February	
  24,	
  2012	
     Facebook/TwiQer	
         Promote	
  aQendees	
  content	
             MC	
  
 Week	
  2	
  
 February	
  27,	
  2012	
     Blog	
                    Green	
  Pudding	
  Manufacturing	
          JL	
  
 February	
  28,	
  2012	
     Facebook/TwiQer	
         Green	
  manufacturing	
  trends	
           MC	
  
 February	
  29,	
  2012	
     Facebook/TwiQer	
         Retail	
  marke?ng	
  trends	
               MC	
  
 March	
  1,	
  2012	
         Monthly	
  Podcast	
      Interview	
  with	
  pudding	
  retailer	
   MC	
  
 March	
  2,	
  2012	
         Facebook/TwiQer	
         Promote	
  aQendees	
  content	
             MC	
  
“The Speakers Who Don’t Leave”


                 Jessica	
  L.	
  Levin,	
  MBA,	
  CMP	
  
               President	
  and	
  Chief	
  Connector	
  
              Seven	
  Degrees	
  Communica?ons	
  
                         @jessicalevin	
  
             www.linkedin.com/in/jessicalevin	
  
        jlevin@sevendegreescommunica?ons.com	
  
                         908-­‐912-­‐4418	
  
 	
  
 	
  

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Content Marketing - SITE SoCal

  • 1. Capture, Connect and Communicate with Content Marketing Jessica L. Levin, MBA, CMP
  • 2. About My About Me Company   @Jessicalevin  
  • 3. Just the Facts •  B2B Marketers allocate approximately 26% of their budgets to content marketing •  The biggest challenge facing content marketers (36%) today: Producing Engaging Content •  51% of content marketers plan to increase their budgets over the next 12 months •  Source: Marketo
  • 4. Just the Facts The most popular content marketing tactics used by businesses today include: •  Social Media (79%) •  Article posting (78%) •  In-person events (67%) •  eNewsletters (61%) •  Case Studies (55%) Source: Marketo
  • 5. WHAT THE HECK IS CONTENT MARKETING?
  • 6. Social Media Community Photos Newsletters Events Video Apps Interviews Website Blogs Podcasts White Papers Case Studies Surveys QR Codes Infographics
  • 8. •  What  do  you  want  to  accomplish?  Goals  and   Strategy   Objec?ves?   Strategy •  Based  on  your  goals  and  resources  which  channel(s)   Evalua?on   are  best  for  your  organiza?on?   Planning •  How  are  you  going  to  accomplish  your  goals?   Planning   Scheduling,  etc.   Access Implementa?on   •  Just  Do  it!   Measure   •  What’s  working?  What’s  not?  
  • 9. Content Marketing Checklist Factor   Things  to  Consider   Goal   AQrac?ng  new  aQendees?  Keep  ‘em  coming  back?   Time  Available   How  much  ?me  does  the  channel  take  per  day/week/month?   Audience   Where  does  your  market  get  it’s  content?   Time  Sensi?vity     How  quickly  does  you  message  need  to  get  out?   Technical     Is  programming  involved?  Will  training  be  needed?   Budget   Do  you  have  money  to  outsource  wri?ng,  etc.?  
  • 11. Who Provides Fuel for Thought? •  Attendees •  Vendors •  Staff •  Speakers •  Competitors (Coopetition) •  Industry •  Government •  Random
  • 12. Content Sources •  Twitter, Facebook, LinkedIn, Google+ •  Magazines •  Newspapers •  Blogs •  Suggestion Tools (Zite, Feedly, Stumbleupon) •  Conversations •  TV/Radio
  • 13. Newsletters Format Audience •  Paper vs. Electronic •  Members/Clients •  Frequency •  Potential Members/ •  Contributors Prospects Have  you   considered  sending   abbreviated   versions  to   prospects?  
  • 14. Webinars Live vs. Prerecorded Members/ Free vs. Paid Attendees Only? Selling During a Webinar: OK or Not Virtual Passes OK?
  • 15. Interviews Interviews  can   be  great  teaser   content  for   mee?ngs  and   events.  
  • 16. Blogs
  • 17. Blogs
  • 18. Video
  • 19. Surveys Providing an executive summary can be a great marketing tool. SHRM has a great example of content marketing with preferred pricing for members.
  • 20. Social Media New  kid  on  the  block!  
  • 21. Graphical Sharing •  Photo boards that express personal interests. •  Can be used by people or brands. •  Great for visual products. •  Huge trend in graphical social networks.
  • 25. Community Peer-to-Peer Communities Encourage Content Generation Through Interaction Discussion and Knowledge Sharing!
  • 26. BUT, WE CAN’T GIVE IT AWAY…
  • 32. Member Benefits What  content   is  unique   enough  for   members/ aQendees   only?  
  • 34. Thought Leadership Is Your Organization a Rockstar?  
  • 35. Where to Spend Your Time?
  • 36. Content Marketing Checklist Factor   Things  to  Consider   Goal   AQrac?ng  new  aQendees?  Keep  ‘em  coming  back?   Time  Available   How  much  ?me  does  the  channel  take  per  day/week/month?   Audience   Where  does  your  market  get  it’s  content?   Time  Sensi?vity     How  quickly  does  you  message  need  to  get  out?   Technical     Is  programming  involved?  Will  training  be  needed?   Budget   Do  you  have  money  to  outsource  wri?ng,  etc.?   Remember This?
  • 37. Sample Content Schedule: National Pudding Manufacturers and Retailers Conference Date   Channel  (S)   Topic   Who   Week  1   February  20,  2012   Blog   Pudding  Sales  on  the  Rise   JL   February  21,  2012   Facebook/TwiQer   Organic  ingredients   MC   February  22,  2012   YouTube   Teaser  from  keynote  speaker   JL   February  23,  2012   Facebook  /TwiQer   Tips  about  mee?ng  des?na?on   MC   February  24,  2012   Facebook/TwiQer   Promote  aQendees  content   MC   Week  2   February  27,  2012   Blog   Green  Pudding  Manufacturing   JL   February  28,  2012   Facebook/TwiQer   Green  manufacturing  trends   MC   February  29,  2012   Facebook/TwiQer   Retail  marke?ng  trends   MC   March  1,  2012   Monthly  Podcast   Interview  with  pudding  retailer   MC   March  2,  2012   Facebook/TwiQer   Promote  aQendees  content   MC  
  • 38. “The Speakers Who Don’t Leave” Jessica  L.  Levin,  MBA,  CMP   President  and  Chief  Connector   Seven  Degrees  Communica?ons   @jessicalevin   www.linkedin.com/in/jessicalevin   jlevin@sevendegreescommunica?ons.com   908-­‐912-­‐4418